MNM2604 ASSIGNMENT O3 SEMESTER 1- 30 APRIL 2025
QUESTION 1 (18 marks)
1.1 Based on the market segmentation principles in chapter 5, formulate a microsegmentation
strategy for Lungilicious fresh indigenous juice, using seven variables in the micro-segmentation.
You will receive 7 marks for explaining eachvariable of micro-segmentation in your own words).
1.2 Based on the product positioning process in chapter 5 of the textbook. Describe six
steps in the product positioning process (You will receive 6 marks for thetheoretical discussion of
the steps in the product positioning process). Indicate how Lungilicious should practically apply the
steps in the product positioning process to distinguish itself in the market (You will receive 6 marks
for the practical application).
QUESTION 2
Based on the product life cycle in chapter 6 of the textbook, provide a practical discussion of the
five stages in the product life cycle (PLC) (You will receive 5 marks for the practical discussion).
Identify the stage Lungilicious is at in the PLC and justify your answer using evidence from the
case study (2 marks will be awarded for practical application).
QUESTION 3
Using the pricing process outlined in chapter 8 of the textbook and learning unit 7 in the study
guide, describe three pricing objectives that Lungilicious may consider if they plan to
increasethe theoretical discussion of each objective). Explain the pricing objective that is
employed by Lungilicious (You will receive three marks for the explanation) and justify
your answer using
evidence from the case study (You will receive 2 marks for the practical application).
QUESTION 4
Using the branding elements outlined in chapter 11 of the textbook. Lungilicious is
planning to
enhance branding of its juice products. Provide a practical explanation of eight tangible
FOR EXAMS, PORTFOLIO, AND ASSIGNMENT ASSISTANCE WHATSAPP
083 286 8465 EMAIL:
1. INTRODUCTION
QUESTION 1 (18 marks)
1.1 Based on the market segmentation principles in chapter 5, formulate a microsegmentation
strategy for Lungilicious fresh indigenous juice, using seven variables in the micro-segmentation.
You will receive 7 marks for explaining eachvariable of micro-segmentation in your own words).
1.2 Based on the product positioning process in chapter 5 of the textbook. Describe six
steps in the product positioning process (You will receive 6 marks for thetheoretical discussion of
the steps in the product positioning process). Indicate how Lungilicious should practically apply the
steps in the product positioning process to distinguish itself in the market (You will receive 6 marks
for the practical application).
QUESTION 2
Based on the product life cycle in chapter 6 of the textbook, provide a practical discussion of the
five stages in the product life cycle (PLC) (You will receive 5 marks for the practical discussion).
Identify the stage Lungilicious is at in the PLC and justify your answer using evidence from the
case study (2 marks will be awarded for practical application).
QUESTION 3
Using the pricing process outlined in chapter 8 of the textbook and learning unit 7 in the study
guide, describe three pricing objectives that Lungilicious may consider if they plan to
increasethe theoretical discussion of each objective). Explain the pricing objective that is
employed by Lungilicious (You will receive three marks for the explanation) and justify
your answer using
evidence from the case study (You will receive 2 marks for the practical application).
QUESTION 4
Using the branding elements outlined in chapter 11 of the textbook. Lungilicious is
planning to
enhance branding of its juice products. Provide a practical explanation of eight tangible
FOR EXAMS, PORTFOLIO, AND ASSIGNMENT ASSISTANCE WHATSAPP
083 286 8465 EMAIL:
1. INTRODUCTION
